Dairy giant Lactalis calls £150m review

LONDON - Lactalis, the owner of Munch Bunch and Ski yoghurts, is reviewing its estimated £150 million pan-European media planning and buying account.

Lactalis...pan-European planning and media review
Lactalis...pan-European planning and media review

The business, which also includes media for President cheese, incorporates the UK media account, estimated at £5 million, which is handled by Carat.

The pitch process is being led out of the dairy giant’s home market in France, where it spends around £90 million on media. Other markets included in the review are Germany, Italy, Russia and parts of Eastern Europe.

Munch Bunch and Ski yoghurts are produced by Lactalis’ joint operation with Nestlé, called Lactalis Nestlé Chilled Dairy.

Lactalis last reviewed its pan-European business in 2006, when Carat picked up the business in the UK.

The Lactalis media account was previously handled by Feather Brooksbank, while the Nestlé incumbent Mindshare handled the Lactalis Nestlé Chilled Dairy brands.

The Lactalis group, which is owned by the Besnier family and formerly known as Besnier SA, is France’s second-biggest dairy company after Danone.

Its products are sold under the company’s President label, and also under brand names such as Bridel, Lactel, Sorrento, Rondele and Locatelli.

The company also owns a large share of Société des Caves et des Producteurs Reunis de Roquefort, the producer of Roquefort cheese.

Lactalis formed Lactalis Nestlé Chilled Dairy with Nestlé in 2005 to rival Danone in Europe’s chilled dairy sector.

The shares in the business are split 40-60 in favour of Lactalis.

The company employs 33,500 staff worldwide, of which 15,000 are in France.

A UK TV ad for the new Munch Bunch Double Up range, released in July, features a cartoon cow spying on some children playing in a garden through a telescope.

The cow then offers pots of the yoghurt to the children. The ad highlights the product’s calcium content.

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